I know I’ve talked about this before, but it’s worth saying again: you need to be gathering testimonials from your happy customers.
You can talk all day about how brilliant you or your product/service are — but it’s far more powerful when your clients say it for you. Your customers are your biggest advocates. They’re your social proof. They’re the reassurance that what you offer actually works. So encourage them to shout about you as loudly as possible.
In an ideal world, your customers would introduce you to new clients, refer you without being asked, and your marketing would take care of itself. But in the real world—especially now—AI platforms rely heavily on visible social proof when making recommendations. If someone asks for a provider in your space, AI wants to surface businesses with solid, trustworthy reputations.
That means your website must link to Google Reviews, Trustist, Trustpilot, or similar platforms. When your name is mentioned, AI wants to know it’s putting forward a credible, proven, well-liked provider.
Which brings me to my latest win: this week, I received two wonderful 5 star testimonials from people I absolutely love working with. And yes—I’m sharing them proudly! Trustist – ActionCOACH – Buckingham Reviews
Testimonial
Testimonial
But getting reviews is hard, and time consuming, I hear you say!
Many businesses struggle to get reviews, no matter how often they ask. The solution? Make it as simple as possible for your customers.
Here’s a proven approach:
- Call your customer – ask them what they liked about you, your product, or service.
- Offer to capture their words – write down exactly what they say so they don’t have to type it themselves.
- Send it back to them for confirmation – this ensures they’re happy with the wording.
- Provide the review link – send them a direct link to your Google review page.
✅ Why it works: The easier you make the process, the more likely your customers are to take the time. Convenience = more reviews.
But here’s the thing: testimonials and reviews are not a one-way street.
As lovely as it is to receive testimonials on review platforms or recommendations on LinkedIn, it’s just as important to give back. If you’ve worked with someone and they were great, recommend them—unprompted. Recommend them on LinkedIn or review them on the various platforms. It feels good to lift someone up, it strengthens your network, and it keeps you top of mind in the best possible way. Give away what you can, enrich people’s lives in any small way, and people will remember you
I try to practise this myself. I offer five free business reviews to owners who want to grow, and I regularly run free webinars and seminars to support my business community. There’s no obligation attached but I like that it raises awareness of what I do. But truthfully, I enjoy meeting new people, sharing value, and giving back.
So here’s a question for you: What do you do to give back without expecting anything in return?
– Could you write a review for someone you’ve worked with? Or recommend them on LinkedIn?
– Give a free talk at an event or run a seminar?
– Share useful information, blogs, white papers, articles, without expecting a sale or a favour in return?
– Could you give away freebies?
It doesn’t need to take a lot of time or money, but it can make a genuine difference and will leave a lasting impression.
And finally, a big thank you again to the clients who endorsed me this week. Your words really made me smile. At this time of year, when the days are cold, grey, and snowy, that warm glow means more than you know.
Justin Charlton-Jones
Book a free business review with me, start with a no-obligation introductory call – book here Book a video chat with Justin
Want to know more about our 2 weeks free coaching offer? 2 Weeks Free Coaching – West Herts – ActionCOACH
